Trends in Finance &Social for 2014 HK & SG High Net Worth Individuals Client Case Studies Content Best Practices

1. #inFC14
Jennifer Grazel
Trends in Finance &
Social for 2014

2. Without trust, words become the
hollow sound of a wooden gong. With
trust, words become life itself.
– John Harold Hewitt, Poet

3. #inFC14
Authenticity ● Relevancy ● Dialogue
TRUST
3

4. 4
John Taft Video
RBC Wealth Management

5. #inFC14
InsightsInformation
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6. High Net Worth
Individuals
March 2014
HK & SG

7. Methodology
Short online questionnaire with respondents recruited
from a panel sample.
All respondents were
identified as HNW
individuals.
This was defined as those
holding over $8million
HKD or $1.3million SGD in
personal investable
assets.
Respondents were recruited
from both Hong Kong and
Singapore.
 Survey completed in
English.
 204 respondents in
Singapore & Hong Kong
7 7

8. List of contents
SECTION
ONE
SECTION
TWO
SECTION
THREE
SECTION
FOUR
HNWI profile Social media
usage
Use of social media
for financial
information
Conclusions and
recommendations
88

9. 0%
50%
6%
36%
39%
15%
3%
1%
HNWI in Hong Kong/Singapore are significantly younger
than other markets
18-24 25-34 35-44 45-54 55-64 65+
BASE SIZE: 204 HNW individuals 9
52%
MALE
48%
FEMALE
AGE

10. Vast majority are currently employed with 1/3 of HNWI
reporting they are below director level
10BASE SIZE: 204 HNW individuals
17%
20%
8%
18%
6%
0%
6%
10%
8%
3%
2%
Manager Senior
Manager
Director Head of
Department
Vice
President
President Managing
Director
C-Level
Executive
Owner Other Retired/not
currently
employed

11. Unlike other markets, majority are employed by medium
to large businesses (# of employees)
11
1 - 10
11 - 50
51 - 100
101 - 200
201 - 500
501 - 1,000
1,001 - 5,000
5,001 - 10,000
10,001 or more
6%
6%
7%
14%
20%
14%
15%
6%
13%
Based on 50% scale
BASE SIZE: 199 HNW individuals currently employed
NUMBER OF EMPLOYEES

12. List of Contents
SECTION
ONE
SECTION
TWO
SECTION
THREE
SECTION
FOUR
HNW individuals
profile
Social media
usage
Use of social media
for financial
information
Conclusions and
recommendations
1212

13. Social media adoption among HNWI is well penetrated
and usage is maturing across the globe
BASE SIZE: 1095 HNW individuals
Do you use the following social media sites/services?
All respondents
13
59% 47% 47% 24% 24%
81%
of HNW individuals
make use of
social media

14. Close to 100% of HNWI use Social in Singapore and
Hong Kong, with LinkedIn capturing over 40% +
Social Media usage by Country
14
69% 70%
75%
85%
97% 98% 99%
39%
50% 49%
45%
73%
46%
40%
U.S. UK Australia Canada U.A.E. Singapore Hong Kong
Do you use the following social media sites/services?
Breakdown by country
Social media users (any network including LinkedIn) LinkedIn users
BASE SIZE: 1095 HNW individuals

15. Approx. 9 out of 10 who access LinkedIn, visit weekly
15
% of HNWI on LinkedIn
88%
Access LinkedIn
weekly
BASE SIZE: 305 HNW individuals
ACTION: reached out to a financial service provider, conducted research on a financial product/service, purchased a financial product/investment
40% 46%

16. Frequency of network access from desktop computers
and they use multiple devices over the course of a day
97%
95%
93%
BASE SIZE: 204 HNW individuals (Hong Kong/Singapore Total) 16
84% access LinkedIn
via a desktop weekly
70% access LinkedIn
via a tablet weekly
73% access LinkedIn
via a smartphone
weekly

17. Follow a brand and
receive updates
Stay up to date with
current news/events
Receive updates
and posts from my
colleagues
Share posts or
articles with my
network
Connect with select
circles of people on
a particular issue or
goal
Obtain a review of
recommendation
Not only do they access the platform frequently but
they’re actively engaged……
17BASE SIZE: 305 HNW individuals; 120 LinkedIn users
Which, if any, of the following activities do you undertake on LinkedIn?
Top 6 activities undertaken on LinkedIn shown
01 02 03 04 05 06
41%
38% 38%
36% 36%
29%

18. HONG KONG SINGAPORE
59% 71%
56% 65%
55% 56%
53% 48%
54% 53%
49% 27%
…with engagement being driven by greater trust in the
platform
18
BASE SIZE: 190 Facebook; 164 YouTube; 109 Twitter; 89 Google+; 85 LinkedIn; 56 Sina Weibo users
Hong Kong/Singapore Total
To what extent do you trust content shared by brands on
each of the following social networks?
Top2 box scores shown; ‘Very/Quite Trustworthy’
% of HNW individuals who trust branded content
provided by social networks
62%
58%
55% 54%
52%
45%

19. List of Contents
SECTION
ONE
SECTION
TWO
SECTION
THREE
SECTION
FOUR
HNW individuals
profile
Social media
usage
Use of social media
for financial
information
Conclusions and
recommendations
1919

20. Close to 90% of HNWI make use of social media for
financial purposes. LinkedIn and Facebook lead in
influencing the purchase path
20BASE SIZE: 190 Facebook; 164 YouTube; 100 Twitter; 89 Google+; 85 LinkedIn; 56 Sina Weibo users
Hong Kong/Singapore Total
% of respondents who use social media networks for
financial purposes
HONG KONG SINGAPORE
90% 83%
90% 83%
84% 78%
82% 91%
73% 75%
% of HNW individuals who use each social
media network
88% 88%
84% 83%
74%

21. In particular, LinkedIn is largely leveraged for mid and
bottom funnel activities
BASE SIZE: 190 Facebook; 164 YouTube; 100 Twitter; 89 Google+; 85 LinkedIn; 56 Sina Weibo users
Hong Kong/Singapore Total
ACTIVITIES TOTAL
To keep up-to-date on current financial trends, products, policies, or institutions 81% 39% 45% 49% 45%
To gather preliminary information about financial products, policies, or institutions 77% 36% 48% 34% 29%
To seek advice or gather information to help me make a financial decision 78% 47% 43% 30% 39%
To evaluate or re-think a financial decision I have already made 76% 36% 40% 30% 34%
To recommend a financial product/policy/service to others 74% 44% 42% 26% 41%
Key activities /purposes among financial purchase path
39%
36%
47%
36%
44%

22. HNWIs are tapping into various forms of content on LI to
inform themselves throughout Financial Decision Journey
22BASE SIZE: 183 HNW individuals who use social media for financial information
55%
44%
44%
37%
49%
45%
37%
47%
Follow companies
Use as a source of news content
Subscribe to financial related feeds/blogs
Follow a recognized industry expert
Read Reviews/recommenndations
Search for key topics/information
Watch videos
Participate in online polls/surveys
DISCOVERY
CONSIDERATION
ENGAGE

23. 90% of HNWI claimed to have actioned a response based
on information they had received through social media…
24
BASE SIZE: 183 HNW individuals who use social media for financial information
Hong Kong/Singapore Total
35%
34%
32%
32%
31%
25%
24%
19%
Recommended a product/service
Learned of a financial product/policy or account type I was not previously aware of
Learned about a financial company/institution I was not previously aware of
Discussed a financial product/policy or account type with a family member, friend, or colleague
Shared information about financial trends, products or financial institutions/ companies
Opened a new financial account
Purchased an investment product
Purchased an insurance product
ENGAGE/RESEARCH
PURCHASE
Which of the following actions, if any, have ever occurred as a result of you hearing or reading something on
social media? Top 5 actions resulting from social media usage shown

24. Executive Summary: APAC HNWI
25
99.5% Of HNW individuals use social media DEVICES USED
TOP 5 ACTIVITIES
Keep up with current friends/family 83%
Stay up-to-date with current news/events 79%
Share others posts or articles with my network 79%
Follow a company/brand and receive updates 77%
Read updates or posts from colleagues 76%
NETWORKS USED FOR FINANCIAL
PURPOSES
88% 88% 84% 83% 74%
95%
Tablet
93%
Smartphone
OVERALL BRAND TRUST (OUT OF 10)
7.08 6.57.08
LEVERAGE
SOCIAL TO
INFORM
FINANCES
90%

25. Client Case Studies
26

26. 27
American Express OPEN Forum drives quality membership
and engagement with Spotlight Ads and a LinkedIn API
• Increase the value of the information exchange on
Amex’s SMB Community
• Widen % penetration of SMBs in US by scaling
membership growth
CHALLENGE
SOLUTION
IMPACT
• OPEN Forum used LinkedIn’s API to enable
signups via a LI login screen, providing a fast,
seamless way to join the community and invite
others in their network to join.
• LI created a social ad to drive membership
• 5X growth in OPEN Forum membership three
months after API launch
• 10X higher performance for OPEN Spotlight Ad
vs. display ads across the Web

27.  Blackrock’s SUs outperformed 75% of
the FS industry campaigns on LinkedIn
in 2013
 Provide an elevated thought leadership
platform for their CEO, Larry Fink via
Influencer program
Blackrock differentiates through Content & Thought Leadership
28
LinkedIn Confidential ©2013 All Rights Reserved
18K+ Members engaged with BlackRock
content
5.4 million 1st degree connections saw
content virally
 Targeted Sponsored Updates
 Influencer program
 Top of mind awareness among
HNW investors and FAs
 Build advocacy and engagement
through custom content
 Drive site visitations
CHALLENGE
SOLUTION
IMPACT

28. 29
 Drove over 40,000 interactions
 Boosted organic updates impressions
and social interactions
 Created long term value attracting over
3750 new followers (10% of
interactions)
HSBC uses Sponsored Content to target Heartland Audience
 Geo-targeting thru Sponsored
Updates to promote relevant tools
and compelling content (regionally
focused)
 Form partnerships with members of
key business audience
 Drive awareness of HSBC and
establish thought leadership
CHALLENGE
SOLUTION
IMPACT

29. Content Best Practices

30. Top 5 Best Practices
1. Context is King (Professional Context)
• Professionals are busy: Be concise, deliver clear value
• Be natural to the platform: Why are people here? What are they trying to accomplish?
2. Always be helpful… not always be closing
• Give 4x, Ask 1x
• Would I care? Would I share?
3. Think Mobile & User Intent
• Reach all 3 screens with 1 message
• Think mobile first (on and off LinkedIn)
4. Focus on the epicenter: The Newsfeed
• Harness the social graph
• Always-on relationship building vs. episodic campaigns
5. Plan Distribution 1st, content 2nd
1. Know who you want to reach and how you will reach them before creating content
2. Owned, earned and paid need to work together to ensure your audience sees it

31. Content on LinkedIn- Best Practices
1. Add value. Make your content mix a diverse blend of informative, insightful,
inspirational, and entertaining (entertaining but appropriate for a business site)
2. Follow the 80/20 rule of helpful vs. self-promotional content
3. Customize your headlines for the audience you are targeting
4. Include an image or rich media. YouTube, Vimeo, and Slideshare all play in-feed
5. Post with different headlines for A/B performance testing
6. Think like a journalist: include a “hook” within the first 35 characters of your post to
engage the mobile users
7. Don’t hyper-target. Narrowing your focus will eliminate important decision-makers and
limit your reach
8. Don’t just push out more content. Push out more relevant content. Know your audience
personas!
9. Don’t be afraid to get personal. Adding humor or emotion to your message makes it
human and makes your brand more approachableLinkedIn Confidential ©2013 All Rights
Reserved

32. EverywhereHumanize Share